WOW, the make-up AR app is impressive: a comparative study between China and South Korea

Abstract

Purpose

Consumers today actively participate in online purchasing experiences. As a result, it is critical to comprehend the behavioral aspects of novel technology usage, such as augmented reality (AR). AR apps enable beauty companies to create and design more immersive experience services. This study aims to highlight consumers’ perspectives on their continued desire to use AR app services.

Design/methodology/approach

A comparative study between China and South Korea was conducted with sample sizes of 458 and 315, respectively. Smart PLS was used for analysis.

Findings

The findings suggest that AR apps influence innovative consumers in China and South Korea to be satisfied with and continue to use such services. Previous research on technology acceptance model, information system success, AR and artificial intelligence (AI)-context-specific variables supported the findings.

Practical implications

This study contributes to the development of AR apps for beauty brands, as such technology revolutionizes how beauty brands work and grow. As a result, AR apps can pave the way for brands to provide an immersive experience to their customers.

Originality/value

The current study contributes to AR and AI drivers in the context of beauty brands by using novel technologies such as AR. AR integration with AI-context-specific variables indicates that consumers in China and South Korea are innovative and accept such technologies when purchasing beauty products online.

Citation

Butt, A., Ahmad, H., Muzaffar, A., Ali, F. and Shafique, N. (2022), "WOW, the make-up AR app is impressive: a comparative study between China and South Korea", Journal of Services Marketing, Vol. 36 No. 1, pp. 73-88. https://doi.org/10.1108/JSM-12-2020-0508